The story behind an ad campaign
Wednesday, December 15, 2010 at 7:54PM 
Let’s face it. Those of us who are in the business of marketing schools tend to apply our trade in roughly the same way.
Not convinced? Well, open up any newspaper in which our schools are advertising and I could pretty much guarantee that you’ll find us all telling the same, somewhat predicable, story. You’ll find pictures of happy, smiling kids alongside a well-worn set of educational catchphrases.
The result is that we all blend into the same shade of grey and, when it comes to understanding what a ‘21st Century school’ actually is, our readers are none the wiser.
Of course, there’s no question that our ‘product’ is genuinely transformative for many young lives. It’s just we (and here I include myself) have not been particularly imaginative when it comes to truly engaging the market with a vision of what great learning looks like.
So, for what it’s worth, here’s something a little different to throw into the mix.
What we know is that, when it comes down to it, schools are all about people. In fact, it’s the teachers who make our schools what they are today. This campaign was all about telling their story and celebrating the people who make ISB what it is today.
In the ‘small print’, we also wanted to say something meaningful about the kind of learning community that we are and desire to be.
Of course, there’s an edge to this stuff. It’s not to everyone’s taste. It leaves out other bits of the story. It divides opinion and causes a measure of debate.
But surely, in the end, any opinion is better than no opinion at all.
For more information about the 2010-2011 ISB ad campaign, click here.
Reader Comments (1)
Nice campaign David, on reflection this meets the requirements of that well known phrase 'honesty is the best policy'.
Of course a school is about the teachers - they are long overdue for recognition and what's more, a healthy dose of RESPECT.